Toyota Motor Corporation founded on August 28, 1937 is a Japanese automotive manufacturer headquartered in Toyota, Aichi, Japan. The objective of this campaign 1.) Let the prospects experience the car and know about the car from someone they already know or friends of friends. 2.) Increase customers brand loyalty and encourage sales.

1. Toyota – Try My Hybrid Campaign
Universal Business School
Omkar Phatak
1338/MBA-3

2. Toyota Overview:
• Toyota Motor Corporation founded on August 28, 1937 is a Japanese automotive
manufacturer headquartered in Toyota, Aichi, Japan.
• Founder is Kiichiro Toyoda and current CEO of the company is Akio Toyoda.
• Toyota is global leader in car sales with 9.98 million units sold. (2013 Data)
• Toyota's managerial values and business methods are known collectively as the Toyota
Way.
5 Key Principles
 Challenge
 Kaizen (Improvement)
 Genchi Genbutsu(Go &
See)
 Respect
 Teamwork

3. Product Line
Hybrids & EVsSUVTrucksCars & Minivans
• Yaris
• Corolla
• Camry
• Avalon
• Sienna
• Tacoma
• Tundra
• RAV4
• Venza
• FJ Cruiser
• Highlander
• 4Runner
• Sequoia
• Land Cruiser
• Prius
• Camry Hybrid
• Avalon Hybrid
• Highlander
Hybrid
• RAV4 EV
Toyota is also into Motorsports, Aerospace,
Robotics & Agricultural Biotechnology.

4. • Forget salesman for a moment…….Let the owners be the brand
ambassadors.
• Let the prospects experience the car and know about the car
from someone they already know or friends of friends.
• Increase customers brand loyalty and encourage sales.
Objective of Campaign
Toyota: Try My Hybrid Campaign from Saatchi & Saatchi Norway.
‘Try My Hybrid’ is a social + mobile media campaign launched in
Norway.

5. Structure of Campaign
Toyota Local
Facebook Page
Signups from
Hybrid Car Owners
Signups from
prospects
Norwegians
connected to
these owners for
test drive
People took test
drive
Got the taste of
Toyota’s Hybrid
Car

6. Strategy & Execution
Toyota launched local
Facebook page for this
campaign inviting
owners to signup for
this.
Toyota communicated
this campaign through
Facebook, banners,
hoardings, radio car,
personal contacts
Norwegians wanting a
test drive can locate via
web & mobile hybrid
owners near their place
and can contact those
owners for a test drive.Prospects contacted car
owners and took a test
driveToyota took videos of
prospects taking test
drive and uploaded the
videos making it viral

7. Results
2 million views of
videos Toyota shares
More than 150000
visits to the website
1 out of 3 Norwegians
were aware of the
campaign
The campaign has won a host of awards, and captured the attention of publications all over
the world including AdGang (Japan), The Minneapolis Egotist (US), Bigumigu (Turkey),
Brand Dog (Korea), CreaPills (France), Creative Criminals (Belgium), Line Up (UK) and
MarketingOops! (Thailand).

8. Learning's & Conclusion
• Customers prefer to trust friends, family and other users rather company salespeople.
• With viral marketing campaigns a company of any size can create a buzz in market.
• Its an innovative idea of making your customers your brand advocates.
• If you are keeping your customers happy with right products and awesome service
they can do wonders for your company.